The Fuzzy Design Process & Guest Experience

This is the Process of Design Squiggle

It was drawn 20 years ago by Damien Newman. 

“The Squiggle originated as a simple illustration of the design process. The journey of researching, uncovering insights, generating creative concepts, iteration of prototypes and eventually concluding in one single designed solution. It is intended to convey the feeling of the journey. Beginning on the left with mess and uncertainty and ending on the right in a single point of focus: the design.” - Damien Newman

When you’re developing something new, it’s never clear at the start what the result will be. 

At the beginning there’s always a fuzzy period of stumbling around and exploring uncertainty until, slowly, the best solution reveals itself.

The Squiggle originated from the design sector, but it describes what happens in any creative process (like writing this post, or developing a start-up).

Fuzzy to Focused

We’ve been working through this fuzzy design process with Yumpingo over the last 8 years.

When we started we knew there was an opportunity to provide hospitality businesses with significantly better ways to measure and improve their guest experiences. 

How we would achieve that aim was not clear at all. 

So we followed the Squiggle.

It took time and a lot of effort to explore, test and develop the service we have today.

And that effort was a series of smaller squiggle projects for each aspect of the service: 

• How can we make feedback surveys engaging?
• How can we surface accurate and actionable insights?
• How can we ensure the restaurant teams can act effectively on the information?
• & so on…

The whole fuzzy design process of our business is ongoing. 

Fuzzy Design for Hospitality

Yumpingo is designed to help our hospitality clients to work through their own squiggles. 

Our service acts as  a catalyst to support and enhance the decision making and effectiveness of our partner restaurant teams. We help make sense of the noise of feedback so our restaurant partners can make targeted continuous actions to focus and improve their business. 

1. Discovery (Noise) - Feedback allows our clients to uncover what's really happening across their business and understand exactly what their guests are experiencing. Yumpingo collects and then make sense of this data so that it's not just overwhelming noise. 
   
   
2. Design (Insights) -  From the feedback we surface the key issues impacting service and provide that information to the right people who can affect change.  
   
   
3. Delivery (Actions) - As part of our service restaurant teams then use our Continuous Actions Process to take action and deliver significant business improvements.